Starboard to assume retail operations on eight additional Princess ships beginning in October, following successful debut aboard Star Princess

Starboard, the company that is reimagining retail for the world’s leading vacation brands, today announced an expansion of its partnership with Princess Cruises, extending Starboard-managed retail experiences across half of Princess’s global fleet. The expanded agreement builds on the successful launch of Starboard’s curated retail experiences aboard Star Princess last fall, marking a new chapter in the companies’ collaboration.

“Retail plays a meaningful role in how guests connect with our ships,” said Rodrigo Llaguno, Princess Cruises Chief Operating Officer. “Starboard has demonstrated a strong understanding of our brand and our guests, delivering thoughtfully curated experiences aboard Star Princess. Expanding this partnership across half our fleet reflects our shared commitment to innovation, consistency and creating moments that enhance every guest journey.”

Princess sails to 345 destinations worldwide, spanning Alaska, Asia, Australia, the Caribbean, the Mediterranean, Mexico, South America and beyond. Under the expanded agreement, Starboard will leverage its global brand relationships, merchandising expertise and operational scale to develop retail experiences that feel authentically connected to each itinerary and region.

“Princess Cruises and Starboard share a deep commitment to creating retail environments that elevate the entire guest experience, and we’re honored to extend our partnership across eight additional Princess ships,” said Lisa Bauer, President and CEO of Starboard. “This expansion reflects the trust we’ve built and the results we’ve delivered in just a few months since our collaboration began. The concepts we introduced onboard Star Princess—from luxury brand partnerships to destination-inspired assortments to immersive retail events—demonstrate how thoughtful curation can enhance each guest’s journey.”

The additional ships covered under the new agreement are:

• Crown Princess
• Diamond Princess
• Discovery Princess
• Enchanted Princess
• Island Princess
• Royal Princess
• Ruby Princess
• Sapphire Princess

As Princess Cruises continues to evolve its onboard retail strategy, Starboard will introduce experiences that emphasize personalization, first-at-sea and exclusive offerings, and interactive activations—all designed to feel seamlessly integrated with each ship’s identity and itinerary.